One Word Impact: Stephen Shapiro, “Innovation Instigator”

When people go up into space, they have to get their clothes clean. And so they were solving the problem, how can we get clothes clean in space? But then they changed one question or one word and they went from how can we get clothes clean to how can we keep clothes clean? That one word totally changes the types of solutions that you're going to develop. Uh another story which I love to tell is about baggage claim. How can we reduce weight time? because people don't like to get to the baggage claim and sit around and twiddle their thumbs. But instead of reducing weight time, what if we improved the wait time? Well, now we're not going to look to other airports, but maybe we're going to look to Disney or Universal Studios. How can we create the greatest weight experience? So, it's that one word that's going to completely unleash a different range of solutions. If I'm focusing solely on speed, I'm never going to think about experience. But they're different questions with different answers.